Roc Nation has dropped the official music video release for lead track, “The Takeover” by RJAE, Tyre Hakim, Johnny Cocoa.The video release is the latest release to come from Roc Nation label’s highly anticipated mixtape release, Humble Soles dropping Thursday August 10 right in time for Hip Hop 50 weekend.
Set against a dark industrial backdrop, the kinetic visual features RJAE, Johnny and Tyre spitting their verses dynamically bouncing off of each artist’s energy. The visual rapidly shifts between close up shots of each rapper to captured special appearances of fellow labelmates. The beat’s looming 808s building against the climactic string of horns are visually represented by powerful force of athletes shot in the video alongside each rapper.
Today’s visual also follows last week’s single release, “Love is a Mixtape” from Kalan.FrFr and Reuben Vincent. Fans can expect more previews from the mixtape release in the coming weeks. Those that have bought the shoe will be able to get early access to the weekly single releases from the tape and other exclusive content by tapping their phone directly on the shoe – all powered by LGT Tag, an NFC-powered chip technology. Happy to share an advanced listen of the full tape under embargo, if interested.
The exclusive mixtape project stems from the music label’s official partnership global sports company PUMA to launch the second iteration of their collaborative Mixtape collection. To further commemorate the launch, PUMA, Roc Nation and Foot Locker will be hosting a Parking Lot Pimpin’ pop up event in Houston. Available to the public, fans will be able to access premier showcases of the shoe, cypher sessions among local guests, meet and greets with artists making a surprise appearance, and more.
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